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Search Engine Optimisation Guide
- Web page audit
- Key word audit
- Research your competition
- Re-write content
- Site submissions
- Link exchanges
- Weekly reports
- Pay Per Click advertising
- Website reviews
1. Web page audit
Each page of your website will be individually tested in key areas which can affect submissions. The website audit looks at your site in a way search engines do, and helps you understand how search engines work and ways to improve your rankings. The web page audits will cover:
- Page title
- Meta tags
- Visible text
- URL
- Content
- Popularity
- Word Density
2. Key word audit
The key word audit works in a similar way to the website audit. This step is just to give you ideas on how your chosen key words perform so you are prepared for the next step whereby you can add or edit your own key word list. We have incorporated www.wordtracker.com into our service which can give you valuable advice on what key words Internet users actually use for searches and thus can give you in-depth insight as to what works and niche markets.
- Number of visits
- Positioning
- Page ranks
- Content listings
- Key word suggestions
3. Research your competition
Once armed with a detailed analysis of your site and key words, the next step in achieving good search engine rankings, is to research your competition. Once you know your competition, you can take steps to beat it.
Type in key words which you would use to find yourself in search engines. Once you have done this look at who comes up number one and study the key words which they use. Please note, you must never copy key words or content from competitor sites, merely influence yourself and get ideas. Another great tool for gathering strategic keywords is to use the Overture Key Word suggestion tool. This will give you suggestions on similar key words which surfers use and their popularity. Again it is easier to be ranked well on key words which acquire less competition than others. Use this to your advantage and find other niche key words for your list.
4. Re-write content
Once you have compiled a list of target key words, they must be carefully implemented into your website both on the surface and in the code of your site. Search engines are blind and can only pick up words, never images. The key elements which must be changed and tailored to your business are listed in order of importance:
- Titles
- H1
- Content
- Meta
- URL's
- Alt tags
5. Site submissions
You have now compiled and implemented a successful list of key words and phrases to you site, so the next step is careful submissions to all the major search engines. This must be 'progressive' and not 'aggressive' or you risk getting excluded from search directories, and once excluded this is more or less final. This is a very important step and technique in the overall success of good rankings.
You can also consider paying to get listed in directories such as Google or Yahoo. This is a far quicker process and if time is of the essence, can be a good choice.
6. Link exchanges
Another important step in achieving high positioning is quality link exchanges. Some search engines will judge you on your website popularity so again these must be very careful. It is better to have a few link exchanges with big sites such as Microsoft.com than many with joeblogg's home page. As engines take into consideration the popularity of the site linking to you, the link exchange is important and must be relevant to what you do.
What you must do is find sites that complement your line of business without being in direct competition. So if you sold peanut butter you would try to link to a site selling jam.
A great tool which can help you with this is Google. Type in link:www.yoursite.com and this will list all the sites that link to that particular site. Another tool which does a similar job is www.linkpopularity.com.
Again study your competition and find out which sites link to them. The chances are that if these sites link to your competition, they will also link to you to.
7. Weekly reports
To keep track of your progress, and analyse your positions or your competitors we have set up a weekly report program. You will receive weekly reports by email informing you of valuable information on your search engine rankings.
8. Pay Per Click advertising
Pay Per Click (PPC) or Cost Per Click (CPC) accounts allow you to 'pay' to have your ad listed in major search engines. Your ad will appear in the results page of chosen key word phrases and appear as sponsored links. Below is an example of our CPC in Google:
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You only pay when a potential customer actually 'clicks' on your ad, and prices start from as little as 4 pence per click. You can also set yourself a monthly budget and have as many campaigns as you want.
These programs can also give you valuable information on what people actually search for, and chosen key words from your campaign can be integrated into your website.
9. Website reviews
Your site will be regularly reviewed to make sure that you stay on top, or to come up with new ways on improving your ranking positions. This consultation is vital as search engines often change their classification method and technique.
We will study your results with you and suggest ways to improve your rankings or ways to get listed using different key words.